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Welcome to ‘Term of the Week’, explaining what you need to know in around 150 words.

With spam legislation becoming more aggressive worldwide, it’s crucial to make sure you have the permission to email a contact to avoid a situation like John Lewis’.

A very good strategy for protecting yourself is to have a double opt-in process. Say someone fills out a form on your website to create an account. This is the first opt-in. If you then send them an email asking them to click a link to confirm their account, you’ve added the double opt-in aspect.

Why is this important? First, to ensure you don’t break the law. A double opt-in can prove that you have permission to email a contact  in a legal context. Secondly, you want to make sure the contacts on your email list actually want to hear from you. While the temptation to do otherwise is high, you’ll only gain spam complaints and negatively impact your deliverability rate.

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